The Uganda Tourism Board (UTB), in partnership with the European Union delegation to Uganda and other sector players, has launched the inaugural Pearl of Africa Tourism Awards 2026, marking a new push to recognise excellence and raise standards in Uganda’s tourism industry.
The awards were unveiled at the European Union offices in Kampala, with winners set to be honoured during this year’s Pearl of Africa Tourism Expo on May 23 at Speke Resort Munyonyo.
The initiative seeks to celebrate outstanding contributions across the tourism value chain, including storytelling, conservation, media, and community-driven tourism. Tourism operators, journalists, photographers, influencers and the public have been invited to submit nominations.
Beyond recognition, the awards are positioned as a strategic tool to drive competitiveness, innovation and sustainability within the sector, while boosting Uganda’s visibility as a global tourism destination.
“These awards are a celebration of the individuals and organisations doing exceptional work to position Uganda on the global tourism map,” said Samora M. Semakula, Acting Deputy Chief Executive Officer of UTB.
“By recognising excellence in storytelling, conservation and community initiatives, we are setting a benchmark for a more professional, innovative and competitive tourism industry,” he added.
The awards cover a wide range of categories, including Best Tourism Documentary, Best Community Tourism Programme, Best Tourism Photographer, Best Tourism Influencer, Best Eco Lodge, Best Eco Tour Operator and Best New Tourism Product. Some categories will carry cash prizes funded by the European Union as part of the UG-EU@50 partnership celebrating 50 years of cooperation.
The European Union said its support reflects continued investment in Uganda’s tourism sector, with over €40 million committed to development initiatives, including the €15.5 million “We Explore” project aimed at strengthening tourism businesses, improving access to finance and promoting Uganda as a leading destination.
EU Ambassador to Uganda Jan Sadek said tourism remains a key driver of inclusive growth and cultural exchange.
“Tourism goes beyond economics. It connects cultures, creates jobs and showcases Uganda’s unique natural and cultural heritage to the world. These awards build on that vision by promoting excellence and strengthening the sector’s global competitiveness,” he said.
He added that the EU is supporting sustainable tourism models that benefit communities, protect the environment and empower entrepreneurs, particularly young people and women.
The launch of the awards signals a growing confidence in Uganda’s tourism sector, as stakeholders push to align with global standards and attract more investment.
With increasing innovation, stronger partnerships and sustained investment, the Pearl of Africa Tourism Awards are expected to become a key platform for recognising excellence and shaping the future of tourism in Uganda.
